Search engine optimization is essential to most websites. The industry is worth more than $70 billion a year, and it’s only going to grow. It has specialists, sub-specialists, thought leaders, dedicated publications, fantastically complex tools, and constant uncertainty at its heart. As Bob Dylan says, it’s just a shadow we’re all chasing. All the more reason to stay sharp, no? Every tweak to major search engine algorithms sends shockwaves throughout the web.

https://www.smashingmagazine.com/2020/08/smashing-guide-search-engine-optimization/